Thailand’s hotel industry is seeing impressive growth, with average daily rates (ADR) rising significantly. According to the SiteMinder Hotel Booking Trends report, which analyzed over 125 million reservations, the country’s ADR increased to 5,377 baht in 2024, up from 4,648 baht in 2023. The highest rates were recorded in December, when room prices surged to 6,460 baht, marking an 11% increase from the previous year.
The boost in room rates is largely driven by a strong rise in international arrivals. Thailand leads Asia in foreign tourist numbers, with international guests making up 77% of hotel check-ins, well above the global average of 48%. Only Austria welcomed a higher percentage of international visitors.
The report also highlights a shift in traveler behavior, with tourists booking vacations further in advance. The average booking lead time has increased to 27 days, the longest recorded in Asia, nearing the 29-day lead time seen in 2019.
Thailand’s appeal as a premier leisure destination is further underscored by its ranking as the fifth top destination globally for extended stays. Over 15% of reservations were for stays of three nights or more, exceeding the global average of 11% and trailing only Portugal, Colombia, Mexico, and Spain.
Supakrit Phansomboon, SiteMinder’s Country Manager for Thailand, noted that the rise in room rates and international guest numbers are positive signs for the country’s tourism industry. These trends emphasize the importance of adapting strategies to maximize revenue by targeting longer stays and adjusting booking windows.
